Cowboys Senior VP of Brand Marketing Matt O'Neil told AdWeek "If we thought we could buy a team for -- gimme a number -- $2 million, $3 million, $5 million or whatever, but get $7 million in sponsorship deals over the next couple years it becomes a no-brainer".

FYI Matt, it's going to cost more than $2M.

What's even more interesting is who the Dallas Cowboys worked with - not an eSports company - but Epsilon, a Direct Marketing company that has been slowly transitioning to Creative and Strategy over the last few years.

Epsilon launched a new internal group called Data Design that hopes to show Clients which Brands are associated with eSports and of those, which Brands match most closely with the Cowboys' fanbase.

Expect more of this customized service that Agencies will provide in 2017.